In an exclusive chat with Restaurant India, Sanjiv Mediratta, Group Advisor F&B Solutions, Coffee Day Global answers â€˜why it took so long for the cafe chain to launch a new menuâ€™.
Over the years CCD has grown as one of the preferred hangout joints for youth.. With approximately 1500 outlets in India, the cafe chain has recently raised its IPO.
As CCD has brought a menu revamping after ages what is your expectation from it?
We started this process of restructuring our food and beverages in 2011. And, as we have grown in almost 235 cities in India, it is very difficult for us to serve our customer in the same way. We have done a lot of restructuring at the backend to make sure we are consistent. We need to have a process control to make sure it happens. Being one of the leading F&B retail in the market we need to be very consistent about whatever we do. Hence, it did take us lot of time to bring out the powerful menu.
Do you think it’s an innovational step, looking at company’s growth?
This is one of the biggest initiatives we have taken so far.. If you look at the list of items included, it was not easy for us to ensure the standard operating process at the backend.
How much research went into launching this menu?
We do lots of consumer research on a regular basis with focus on youth. We focus on their inspirations and needs. We are also doing meetings in tier II cities to understand what people look for while eating out.
What were the two major picks in the menu that came from the customers’?
Two major things that were observed as a result were a) Youth demanded something international, trendy with bright colours and b) Something which meet their taste.
What changes did you observe depending on the regions?
Cities like Hyderabad and Chennai are not much transformed but the IT Hubs in such places are also changing. Every time we go for a research we find something different. When we were launching smokey chicken, the result was not good, consumer didn’t like it. That means Indian consumer don’t like the smokey products as they said it’s too strong. They want their meal to be more flavourful and simple.
Is the supermenu a new additionto the healthy food choice?
I will say it is a mix. I have a belief that when we go out we want to indulge. I think we as people have to balance ourselves, but as a brand one has to give some offerings which are healthy- no preservative, no cream, which reduces sugar level. We may launch salad next summer.
What percentage of cities is covered under the newly launched menu?
We have covered almost 80 per cent of all cities.